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Case Study: How many products does it take to optimize revenue?

case-study:-how-many-products-does-it-take-to-optimize-revenue?

How many products should you include in an email to optimize revenue? As marketers, we have to balance the number of products we present to potential customers. Too few and you may lose sales because there aren’t enough options; too many and you may lose sales due to analysis paralysis. This is a test I do a lot with clients sending multi-product emails. We work

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6 Tips for Better Subject Lines, Preheader Text, and Headlines

6-tips-for-better-subject-lines,-preheader-text,-and-headlines

I am a numbers person. When I work with clients, I always want to start with the data. The data helps me understand how subscribers are interacting with the email program. And how they interact with the email messages, what they think about the program, is more important than what I think, or even what the client thinks. But even without numbers, there are email

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43% increase in revenue with a holiday campaign! Here’s how we did it…

43%-increase-in-revenue-with-a-holiday-campaign!-here’s-how-we-did-it…

I’m not a big fan of subject line tests for a couple reasons. They’re overused and many don’t have a good chance of success because they lack a sound hypothesis. If I undertake a subject line test with a client I’m going to do it strategically, to give us our best chance at a significant lift in bottom-line performance. That’s what we did for an

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Proof that Click-through Rate is NOT a Good KPI

proof-that-click-through-rate-is-not-a-good-kpi

“We don’t have tracking set up for revenue or conversions. We just look at opens and clicks. Because the email with the highest click rate probably has the highest conversion rate as well, right?” As an email marketing consultant and trainer, I hear this a lot. I get it. It takes time, budget, and resources to integrate Google Analytics or another platform that’s measuring your

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Case Study: Strategic Resend, 25% More Revenue

case-study:-strategic-resend,-25%-more-revenue

I was thrilled on a recent Only-Influencers-Members-Only discussion (you should join! Reach out to me to learn more) when another member said that she had tried my ‘strategic resend’ tactic. It worked so well, she said, that it’s now standard operating procedure for her email program. I’ve written about it before in general terms, but I thought a client case study might help further illustrate

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Case Study: 21% More Revenue and Analysis Paralysis

case-study:-21%-more-revenue-and-analysis-paralysis

Have you heard of ‘analysis paralysis?’ Here’s a definition from Wikipedia: “Analysis paralysis (or paralysis by analysis) describes an individual or group process where overanalyzing or overthinking a situation can cause forward motion or decision-making to become “paralyzed,” meaning that no solution or course of action is decided upon within a nature time frame… An overload of options can overwhelm the situation and cause this

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Case Study: More Product Blocks, Less Revenue

case-study:-more-product-blocks,-less-revenue

Back in 2020, I was consulting for a B2B client with an enormous number of products. Their buyers are buying in bulk; they don’t buy one of an item, they buy 100 or 1,000 of an item. We did a series of A/B split tests, with different email templates, to find the ‘sweet spot’ – the perfect number of products to include in each email

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Case Study: 63% Lift in Revenue from a Simple Subject Line Test

case-study:-63%-lift-in-revenue-from-a-simple-subject-line-test

If you’ve been following me and reading my posts, you know that I’m not a big fan of subject line testing. It’s not that testing subject lines isn’t a good thing to do. It’s because many email marketers ONLY test subject lines, because it’s pretty much the easiest thing to test. Subject line tests can boost performance, but they rarely provide a significant boost with

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Case Study: 61% Decrease in Revenue-per-Email (RPE), but We Still Learned a Few Things

case-study:-61%-decrease-in-revenue-per-email-(rpe),-but-we-still-learned-a-few-things

When we test, we’re usually looking to boost performance. But you can get some great learnings even if the control wins. Case in point: this case study from 2020. This email was part of an annual campaign; as such, I went back to the 2019 creative and results to put together my 2020 plan. The control here was second in revenue-per-email-sent (RPE) in 2019; we

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Great Example of Progressive Profiling from the Dave Matthews Band

great-example-of-progressive-profiling-from-the-dave-matthews-band

Looking to do progressive profiling on your email subscribers? Here’s a good real-world example of it, along with some tips to make it even better. Definition (courtesy of AuthO.com): Progressive Profiling is a technique for gradually building up a profile of your customers each time they interact with your product. It allows you to keep questionnaires and forms short and to the point, but still

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Can’t Let Go: Personalization Fail from Chick-fil-A

can’t-let-go:-personalization-fail-from-chick-fil-a

According to McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. So at least I’m not alone. I don’t eat fast food often, but if I’m in a situation where that is the best option, I usually look for a Chick-fil-A. I’m a member of their loyalty program and I usually order through the Chick-fil-A app,…

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Can’t Let Go: Personalization Fail from Chick-fil-A

can’t-let-go:-personalization-fail-from-chick-fil-a

According to McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. So at least I’m not alone. I don’t eat fast food often, but if I’m in a situation where that is the best option, I usually look for a Chick-fil-A. I’m a member of their loyalty program and I usually order through the Chick-fil-A app,…

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Apple’s Mail Privacy Protection: The Sky Isn’t Falling After All

apple’s-mail-privacy-protection:-the-sky-isn’t-falling-after-all

When Apple announced its Mail Privacy Protection (MPP) initiative in June 2021, much of the email marketing industry acted like the sky was falling. I don’t put myself in this camp, but I was concerned, and I did publicly state that open rates were going to be useless once MPP was fully rolled out. For those of you who missed it, under MPP opens are…

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Apple’s Mail Privacy Protection: The Sky Isn’t Falling After All

apple’s-mail-privacy-protection:-the-sky-isn’t-falling-after-all

When Apple announced its Mail Privacy Protection (MPP) initiative in June 2021, much of the email marketing industry acted like the sky was falling. I don’t put myself in this camp, but I was concerned, and I did publicly state that open rates were going to be useless once MPP was fully rolled out. For those of you who missed it, under MPP opens are…

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5 Tips for Making Your Migration to a New MAP or ESP as Painless as Possible

5-tips-for-making-your-migration-to-a-new-map-or-esp-as-painless-as-possible

You’ve done your research, vetted the solutions, decided on your vendor of choice and signed the contract. Now you have a new marketing automation platform (MAP) or email service provider (ESP) at your disposal. But here comes the difficult part: migrating to your new platform. Not to scare you, but anyone who’s gone through this once thinks twice before changing vendors. It takes time, effort, and…

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5 Tips for Making Your Migration to a New MAP or ESP as Painless as Possible

5-tips-for-making-your-migration-to-a-new-map-or-esp-as-painless-as-possible

You’ve done your research, vetted the solutions, decided on your vendor of choice and signed the contract. Now you have a new marketing automation platform (MAP) or email service provider (ESP) at your disposal. But here comes the difficult part: migrating to your new platform. Not to scare you, but anyone who’s gone through this once thinks twice before changing vendors. It takes time, effort, and…

Read More »

5 Tips for Making Your Migration to a New MAP or ESP as Painless as Possible

5-tips-for-making-your-migration-to-a-new-map-or-esp-as-painless-as-possible

You’ve done your research, vetted the solutions, decided on your vendor of choice and signed the contract. Now you have a new marketing automation platform (MAP) or email service provider (ESP) at your disposal. But here comes the difficult part: migrating to your new platform. Not to scare you, but anyone who’s gone through this once thinks twice before changing vendors. It takes time, effort, and…

Read More »

The Honeymoon Effect: New Subscribers Click at a Rate 116% Greater than Existing Subscribers

the-honeymoon-effect:-new-subscribers-click-at-a-rate-116%-greater-than-existing-subscribers

For most organizations, older names on your list will perform less well than people that recently opted in to receive email from you. It’s something I call the honeymoon effect – newer people on your list are typically more excited to receive your email – and more likely to read and take action on it. Here’s a case study showing that new subscribers open at…

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The Honeymoon Effect: New Subscribers Click at a Rate 116% Greater than Existing Subscribers

the-honeymoon-effect:-new-subscribers-click-at-a-rate-116%-greater-than-existing-subscribers

For most organizations, older names on your list will perform less well than people that recently opted in to receive email from you. It’s something I call the honeymoon effect – newer people on your list are typically more excited to receive your email – and more likely to read and take action on it. Here’s a case study showing that new subscribers open at…

Read More »

The Honeymoon Effect: New Subscribers Click at a Rate 116% Greater than Existing Subscribers

the-honeymoon-effect:-new-subscribers-click-at-a-rate-116%-greater-than-existing-subscribers

For most organizations, older names on your list will perform less well than people that recently opted in to receive email from you. It’s something I call the honeymoon effect – newer people on your list are typically more excited to receive your email – and more likely to read and take action on it. Here’s a case study showing that new subscribers open at…

Read More »
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